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1、 浅析合作原则的违反与公益广告幽默效果的产生The Humorous Effect in Public Service Advertisement Based on the Violation of Cooperative Principle Abstract: In the late 20th century Grice proposes Cooperative Principle consisting of the maxim of quantity, the maxim of quality, the maxim of relation and the maxim of manner.
2、The present study is a pragmatic analysis of humour in public service advertisement based on Grices Cooperative Principle. It is designed to illustrate that public service advertisement deliberately violates CP with the purpose of creating humour and transferring the ad theme effectively.Key words:
3、Cooperative Principle; humour; public service advertisement摘要: 著名的语言学家 Grice提出的会话合作原则包含“量的准则” “质的准则”“关系准则”和“方式准则”四个方面的内容。本文利用合作原则对公益广告中的幽默效果进行语用学分析。试图说明公益广告有意识地违悖合作原则，以取得幽默的语言效果、实现公益广告的宣传目的。关键字：合作原则；幽默；公益广告IntroductionHang Guowen points out, Public service advertisement, which is designed to serve t
4、he public instead of making a profit, is also called public advertisement or service advertisement(309). A successful advertisement needs to conform to the AIDA regulations proposed by E. S. Lewis, which means Attention, Interest, Desire and Action (qtd. in Sun Liang 264). Obviously, this standard i
5、s also applicable to public service advertisement. In order to achieve AIDA, advertisers tend to regard creating humour as a useful medium in their ad originality.Cooperative Principle, which consists of four maxims - the maxim of quantity, the maxim of quality, the maxim of relation and the maxim o
6、f manner, is firstly introduced by Grice in the late 20th century. Sometimes people flout these maxims for the needs of communication, in that case the conversational implicature generatesIn recent years, many domestic and foreign scholars have paid much attention to humour, and they also have made
7、significant contribution to it. Cooperative Principle is regarded as a guide to do research on conversation. However, there have been comparatively few researches relevant to the humorous effect in public service advertisement based on Cooperative Principle. Therefore, the paper aims to enrich resea
8、rches on humour in PSA from the perspective of violating Cooperative Principle. This study is helpful for further understanding Cooperative Principle and fully enjoying humour in public service advertisement. Chapter One Cooperative Principle and Humour in PSAGrice believed that in order to achieve
9、the purpose of mutual understanding, there exist agreement and cooperation between speakers and hearers(Levinson 274). Grice breaks this principle down into four basic maxims which go toward making a speakers contribution to the conversation “cooperative”: 1. The maxim of quantity:a. Make your contr
10、ibution to the conversation as informative as necessary; b. Do not make your contribution to the conversation more informative thannecessary 2. The maxim of quality:a. Do not say what you believe to be false; b. Do not say that for which you lack adequate evidence 3. The maxim of relation: Be releva
11、nt ( say things related to the current topic of the conversation) 4. The maxim of manner:a. Avoid obscurity of expression; b.Avoid ambiguity;c. Be brief ( avoid unnecessary prolixity) ; d. Be orderlyGrice assumes that in conversation the participants will cooperate with each other when making their
12、contributions. In reality, however, there are some circumstances where speakers may not follow the expectations of the Cooperative Principle. Sometimes people flout these maxims for the needs of communication, which generates the conversational implicatureHumour, an indispensable part of culture and
13、 language, plays a significant role in peoples daily life. Peter Berger says, There is no escaping from humour and there is no subject, whether it be sex, marriage, politics, religion, work, sports - you name it - that has not been ridiculed, joked about .(43). Public service advertisement is based
14、on the reality and designed to promote beneficial but solemn social values. It focuses not on the product but on the responsibility of arousing the solemn affection of human being, though human emotions are quite complex. It is more likely to bring about a striking effect on the solemn issue by maki
15、ng use of humour. Berger asserts that breaking Cooperative Principle is sometimes necessary for speakers to achieve the effect of humour (74). Therefore, it is believed that the violation of Cooperative Principle has played a significant role in creating the humourous effect in public service advert
16、isement. The humour produced by the violation not only conforms to the AIDA regulations but also generates beneficial social effect in a harmonious way. Chapter Two Humour in PSA Based on the Violation of CPAs stated above, when people flout any maxim of Cooperative Principle in communication, the conversational implicature generatesHumour can be regarded as one kind of conversational implicature. In this chapter, several instances will be shown
